The Daimler Group wants to combine its luxury brands in a new group and thus reduce costs. These newly grouped brands should not only include AMG and Maybach, but also the G-Class.
“The strengthening of the sub-brands is an important pillar in the strategy of Mercedes-Benz. We will therefore bundle the management of the Maybach, AMG and G-Class brands and thus align ourselves even better with the customer, develop additional growth potential and gain internal synergies and implementation speed, ”said a Daimler spokeswoman for the Automobilwoche.
In future, the brands will be managed by AMG boss Philipp Schiemer, who will also take on the task. However, it is not planned to set up an own GmbH
The move is also intended to reduce costs, including in marketing. There could already be a joint appearance at the IAA in Munich in autumn. The three brands are a central component of the luxury strategy of Daimler boss Ola Källenius. He wants to concentrate more intensively on the high-margin vehicles in order to increase profitability.
High-volume models with a low profit margin such as the B-Class are to be discarded. It is estimated that AMG’s performance vehicles alone account for up to a fifth of Mercedes’s profits.